CMA Design Courses - Specialist Diploma
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Specialist Diploma in Advertising Design

Professional Diploma in Advertising and Design Course

I'm guessing no one told you what it would be like, after you got your degree/diploma from your design course, eh? That you would be sitting behind your desk, designing, without being able to voice your ideas & opinions; and being uninvolved in the creative process.
We know how it feels, having all of those creative marketing & advertising ideas pent-up inside, not being able to share them. Let us, help you unlock this side of you.

This is no practical design course, but the way. In this theory-based course, you will be taught the strategic portion pertaining to Marketing & Advertising.

MODULES DESCRIPTION

Creative Thinking
The creative thinking module focuses on how the human mind think, and how can we think creatively through a series of lecture that investigates different methods of getting a big idea through exciting assignments.

It discusses development of creative concepts that are designed to meet advertising and promotional objectives. Ways of generating the big idea across the media (below-the-line, above-the-line and new media) and how to evaluate those ideas strategically will be emphasized. Students will learn to understand the difference between effectiveness and creativity.
Advertising Overview
The advertising overview module introduces the big picture of advertising to students. with topics such as key players, advertising categories, strategy and planning will be addressed in a series of lectures.

Students will also benefit from forum-styled discussions on effectiveness of advertising and explore various methods in both visual and message strategy with pragmatic and strategic assignments. This module also provides an in-depth coverage on advertising through traditional and new/alternate media of the industry today.
Copywriting
This copywriting module covers the two pillars of creative advertising – crafting and writing a good ad. Students will learn the techniques, concepts and purposes of copywriting and art direction. The module will focus mainly on The Copywriter; Grammar and Usage; Styles and Target Audience; What to say (meeting creative brief); Techniques; Writing for different media.

Complemented by Typography and Communication Design module, students will be able to apply both copywriting and art direction into their very own advertising master piece.
Branding
This branding module covers the important aspects of branding. Students will learn through a series of visual-based lecture on how brand experts build branding campaign by understanding the fundamental concepts of branding and how it works.

Students can expect to learn from brand experts on topics such as Brand Foundation Values; Brand Personality; Brand Names; Brand Space, Brand Recognition, Public Relations; Brand Crisis Management and many more.

This module is complemented by the Corporate Identity and Design module, allowing students to finally understand how values are package in visual identity systems.
Marketing Overview
The marketing overview module introduces fundamental marketing concepts. Students will understand how advertising fits into the marketing process and the strategic relationship between the two concepts. The importance of market segmentation and how market segmentation influences message development will be emphasized.

Students will learn to appreciate the importance of research and learn to carry out research and formulate findings particularly in consumer behaviour.

This module is complemented with the pragmatic module Packaging and Print Technology encompassing projects within the retail environment.
Digital Studios II
Advanced Photoshop® & Illustrator®)
In this sequel to the digital studios I module earlier in the course, students will be introduced to the next level of computer-aided-design with industry standard applications – Adobe Photoshop and Adobe Illustrator. This module is divided into two equal parts, 6 sessions for each application.

ADOBE® PHOTOSHOP®
  • Advance layers and masking features
  • Layer adjustments techniques
  • Advance color mode such as working
    with Channels
  • Working with Photoshop®
    3-dimensional features

ADOBE® ILLUSTRATOR®
  • Gradient Mesh
  • Advanced symbol techniques
  • Creating 3-dimensional graphics

Students will also be exposed to advanced techniques of how to integrate vector and rastor graphics into applications such as Dreamweaver®, Flash® and InDesign®.
TVC (Concept + Development)
(Concept & Development) Introduction to TV advertising medium. Understanding what it's best for, how has it developed, how has it evolved. Students will be taught on how to write a television commercial script; the importance of brief; understanding AIDA and how to apply AIDA; as well as how to get it right and use it to decide on a film approach.

Additional studies such as the Ten commonly used approaches, their merits and pitfalls will be taught. Students will benefit from pracitical assignments such as making a storyboard and presenting it effectively; developing a shooting board; and finally making a great Television Commercial with great ideas.

Additional technical studies will be complemented by Apple's iMovie and the Online Media Design module.
M.A.D. Integrated Campaign Project
Students embark on their final journey for advertising & design through integrating the modules learnt through a real-world inspired MAD integrated campaign project. This major project will allow students to CREATE A NEW IDEA, apply Marketing strategies, Media planning, Advertising Strategy and translate them into a final visual assembly through graphic and visual communication.

In this final lap, students' final work will gain further value through expert critics from our highly esteemed External Panel Assessors (EPA) from the industry in a pitch-inspired presentation.
 
Upcoming intakes
Part Time
14th Aug 2017
Full Time
4th Sept 2017


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This Specialist Diploma consists of 7 core modules and 1 major project, which will put everything you have learnt from your design course to the test (Don't worry, you will be very prepared). Upon successful completion of this program, you will be considered professionally equipped with knowledge and skills in Marketing and Advertising.
In addition, the portfolio you have created will provide credentials for your future career pursuits and educational advancements in design related courses!

 

Course Duration

Maximum 20 Months (Full Time)
Maximum 28 Months (Part Time)

Lecturer:students Ratio

1:20 (Full Time)
1:25 (Part Time)

Entry Requirements

For Singapore Citizen / PR

  • Applicants are to be aged 18 or above when applying.
  • GCE 'N' level with minimum 3 credits (C6) or equivalents
  • For those who have completed CMA Diploma in Communication Design, or other diplomas of the same capacity from polytechnics or private institutions, may apply.
  • An interview may be conducted upon your application to review your eligibility.
  • A special bridging program may be required for those who have not met the full requirements.

For Others (with valid visa)

VIETNAM - Minimum year 10 education

CHINA - High School Senior Level 2 or equivalent

INDONESIA - SMU2

MALAYSIA - SPM / STPM / Chinese Independent – High School Senior Level 2

OTHERS

  • Minimum year 10 education
  • China and other countries : High School Senior Level 2 and above or equivalent Diplomas
  • Indonesian : SMU2 and above
  • Malaysia : SPM/STPM/Chinese Independent – High School Senior 2
  • Others : Min Year 10 and above.

Exemption will be considered for applicants with related working experience or graduates from other design schools. (Exemption for design modules is strictly based on portfolio evaluation and interview)


Language Requirements
At least 'N' Level English (C6) or equivalents



Graduation Requirements and Course Assessment

 




Gerry Seah

"CMA has fully pushed my creativity and passion for design to a higher level. From a typical designer to a full fledged creative person who can design AND sell the ideas to my boss and clients effectively! My pay is multiplied and I get my promotion in shortest period of time! Thanks to MAD Formula!"

David Chen
CMA Graduate
Art Director of Ogilvy & Mather (Shanghai)


What other students say...
 
 
Crowbar Awards
1 Silver Award
1 Bronze Award

Campaign:
"Electricise"

Student:
Joyce Tay, Trevor Chua
School: Chatsworth Medi@rt Academy
Category: Silver – Direct Category
Bronze – Integrated Campaign Category
Crowbar Awards
1 Bronze Award

Campaign:
"Digital Detox"

Student:
Audrey Khang, Chelsea Chen
School: Chatsworth Medi@rt Academy
Category: Bronze– Integrated Campaign
Crowbar Awards
3 Bronze Awards

Campaign:
"Breathing Life into Stories"

Student:
BrandonLoh, Jimmy Yap
and Seng Hwee Ho
School: Chatsworth Medi@rt Academy
Category: Bronze (Posters, Transit)
Bronze (Posters. Non-Transit))
Bronze (Print/Press)
 
Crowbar Awards
Finalist

Campaign:
"It's Nice that / Powered by Peers"

Student:
Fuad Rahmat, Marcus Ng, Brandon Loh
and Joyce Tay
School: Chatsworth Medi@rt Academy

Crowbar Awards
Finalist

Campaign:
"Soothe Your Stomach"

Student:
Roana Koh
School: Chatsworth Medi@rt Academy

Crowbar Awards
Finalists

Campaign:
"Burning Point"

Student:
Ting Yu Goh, Xue Ni Yeo, Jimmy Yap, Seng Hwee Ho, Roana Koh
School: Chatsworth Medi@rt Academy
 
Crowbar Awards
Finalists

Campaign:
"Pacer, Every step counts"

Student:
Joyce Tay, Trevor Chua
School: Chatsworth Medi@rt Academy
Crowbar Awards
4 Silver Awards

Campaign:
"Nanoblock - Small Creation, Big Stories"

 
Student:
Andy Xu Dexiang, Chua See Hiang, Kam Pei Wan Amelie
School: Chatsworth Medi@rt Academy
Category:
Advertising (Posters)
Advertising (Posters Non-Transit)
Advertising (Print/Press Newspaper & Magazines)
Advertising (Art Direction)
Crowbar Awards
3 Bronze Awards

Campaign:
"Oral B - Catch"

 
Student:
Idris Bin Afandi

School: Chatsworth Medi@rt Academy
Category:
Advertising (Posters Non-Transit)
Advertising (Print/Press Newspaper & Magazines)
Advertising (Illustration)
 
D&AD Logo
D&AD
Student Yellow Pencil

Campaign:
"Peace One Day"

Student:
Amelie Kam Pei Wen, Andy Dexiang Xu,
Fleur Vella, Goh Ting Yu, Violaine Hemery
School: Chatsworth Medi@rt Academy
Category: Open Brief
 
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